The National Advertising Division has referred advertising claims made by Maxam Nutraceuticals, LLC, for its PCA dietary supplement to the Federal Trade Commission for further review, after the company declined to participate in a review of its claims.

NAD is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.

The Council for Responsible Nutrition challenged claims made by Maxam in television and Internet advertising, including:

· “PCA is the only product ever specifically developed to naturally help your body safely and effectively remove all toxins, poisons, chemicals or anything that is not part of a healthy living biological system.”
· “PCA has been used and proven over the last 15 years to be the most effective toxin remover available.”
· “Through our SMART Selective Micro-Activated Response Technology, the ingredients remain in their natural form, which keeps the liver from repelling them, allowing them to effectively work with your body.”

NAD requested the advertiser’s substantiation for the challenged claims. However,
the advertiser declined to participate in the NAD proceeding.

Pursuant to NAD procedures, the advertising at issue has been referred to the FTC for further review.